GA4 Essential Guide

Web and app:
Data can now be collected in the same Analytics property – you will no longer require one for your website and one your app!

There are enhanced UTM tagging with new GA4 parameters for:
source_platform
marketing_tactic
creative_format

Data-driven attribution default model setting:
GA4 provides enhanced attribution features, identifying how different touchpoints have impacted conversion outcomes and subsequently awarding them partial conversion credits, compared to Universal Analytics which uses last click non-direct.

New GA4 metrics:
GA4 collects and aggregates data differently to Universal Analytics – for example, bounce rate will be replaced by ‘engaged sessions’

More channels in Google Analytics 4 property:
New default channel groupings are recognised including ‘video’ and ‘audio’.

Event-based data model:
GA4 has the power to classify any interaction as an event, providing greater flexibility to collect and define detailed user interaction and engagement along the customer journey. GA4 also automatically tracks scrolls, file downloads, video views and internal site search.

Machine learning and predictive metrics:
GA4 will use consent mode for modelling where cookie consent isn’t given. For e-commerce sites it will have the power to provide purchase probability, revenue prediction and churn probability.

New Interface:
GA4 has a streamlined volume of built-in reports with customisation and explorations of your data the focus.

Data export:
GA4 connects natively to BigQuery (BigQuery is a fully managed enterprise data warehouse that helps you manage and analyze your data from multiple sources). GA4 only stores your data for custom reports for 14 months – to keep historical data you will need to use a data warehouse.